🎯 Time Serves Ads To Agents

Hi, Marketers!

The audience now includes humans, algorithms, agents, superfans, dads, runners, and occasionally someone named Toby.

Time Serves Ads To Agents

TL;DR: Time magazine is testing Agent Ads with Mobian, sending approved AI crawlers to Markdown pages that present brand-verified facts before the rest of a webpage. COO Mark Howard says the publisher maintains an allow list of roughly 70 agents and bots, making sponsored information readable to systems that may later summarize or recommend brands to users. Read more →

Pizza Hut Unboxes 75 Stores

TL;DR: Pizza Hut Australia unboxed 75 restaurants at the same moment to introduce a $10 million transformation, wrapping flagship locations in giant pizza boxes before revealing live parties inside. The synchronized rollout featured Hayden James and Young Franco, served nearly 10,000 pizzas, and turned a store redesign into an earned-first national event that customers documented across social media. Read more →

Toby Finds Its Marathon Runners

TL;DR: Toby’s Estate recruited runners named Toby for its Sydney Marathon sponsorship, turning a coffee partnership into a public search across posters, digital out-of-home, PR and social. More than 170 people applied, 17 joined Team Toby, and the campaign’s marathon-week content drew almost one million organic views, most from people who did not already follow the brand. Read more →

Sapporo Invites Drinkers To Fugu

TL;DR: Sapporo’s new Prepare for Fugu campaign gives Australian and New Zealand drinkers a chance to win a Japanese fugu dining experience. Sunday Gravy framed the promotion with a cinematic psychological-thriller film about the delicacy’s danger, then extended the Japanese ritual across cinema, outdoor, PR, on-pack, hospitality, digital, social and retail media across both home markets. Read more →

Repco Opens Bathurst Driving School

TL;DR: Repco has created Bathurst Driving School, a deliberately unhinged lesson series for Supercars fans heading to October’s Bathurst 1000. The Thinkerbell campaign turns Mount Panorama lore, rogue kangaroos and famous crashes into fictional driving modules, with an on-site experience, online videos, social, outdoor, digital, stores and broadcast integrations carrying the joke through Bathurst race week. Read more →

Primo Enters Jerky With Flavor

TL;DR: Primo has entered the Australian jerky category with Air-Dried Pork Jerky and a campaign called Hello Flavour. Developed by DO. ANZ, the launch uses Collingwood AFL players Nick Daicos and Jack Crisp to introduce Original, Teriyaki and Smokey BBQ varieties across TV, social and outdoor, while social content will continue through the AFL season and beyond. Read more →

Saevil Row Buys Smack Bang

TL;DR: Saevil Row has acquired independent branding studio Smack Bang in a seven-figure deal, bringing two Australian creative businesses under one group. Both studios will retain their names, teams and service offers, but gain room to collaborate across clients at different growth stages. Founder Tess Robinson moves into an advisory role after 15 years building Smack Bang. Read more →

Doccy Makes Healthcare Feel Human

TL;DR: Digital healthcare provider Doccy has introduced a new identity by Hellions, using gradients and shapes inspired by cellular division to make online care feel less clinical. The system spans strategy, tone, website, social templates, advertising and product touchpoints, supporting Doccy’s patient-first model from research and booking through AI-enabled pre-consults, doctor visits, ongoing follow-up, and care. Read more →

Lite n’ Easy Goes Social

TL;DR: Lite n’ Easy is using comedian and creator Christian Hull alongside customer testimonials to update its health-and-wellbeing marketing for spring. Ogilvy’s first campaign for the brand moves from weight-loss sacrifice toward health gains, running across TV, digital, outdoor, radio and social as the meal company seeks younger audiences across Australia without abandoning its established customers. Read more →

Gentleman Jack Doubles Down On Dads

TL;DR: Jack Daniel’s is expanding its Gentleman Jack Dad Ads platform after last year’s influencer-led work lifted view rates 1,588%. The new campaign recruits dads and loyal customers with real crafts, then pairs their stories with creator content. Rather than separating fans, casting and influencers, the brand uses them as one social ecosystem across paid social and radio. Read more →

Dare Turns To-Dos To Done

TL;DR: Dare Iced Coffee has launched Done It With Dare, a new platform built around Australia’s habit of postponing everyday tasks. Backed by a survey finding 97% admit procrastinating, the campaign introduced character David Dunn and a giant to-do-list fridge at Fed Square, where Cameron Munster helped turn the country’s delayed chores into a public stunt. Read more →

CMB Gets Serious Down Under

TL;DR: Coffee Meets Bagel has entered Australia with Let’s Get Serious, a campaign that turns ghosting, shallow profiles and endless chats into proof of the dating app’s intended alternative. Paper Moose will run the launch across Sydney digital billboards, transit sites and social, highlighting curated noon bagel drops, Topic Suggestions and Real Dates for intentional daters. Read more →

Sydney Airport Sells Pre-Trip Feeling

TL;DR: Sydney Airport’s second Life Takes Off When You Do campaign tries to create international travel demand before people search fares or choose destinations. Common Ventures uses portraits of Sydneysiders looking skyward after hearing aircraft, then connects the emotional prompt to KAYAK flight search through outdoor, digital, social, radio and a 15-second film across New South Wales. Read more →

Swisse Funds Free Period Products

TL;DR: Swisse Wellness is funding 17,000 free period products across Melbourne gyms and studios through a partnership with Ads on Pads. The advertiser-funded model treats dispensers and packaging as media while removing a practical barrier to exercise; 10% of campaign profits will go to charity Share the Dignity as the initiative expands nationally in Australia. Read more →

SavourLife Celebrates Pet Parents

TL;DR: SavourLife has launched For pet parents who give a woof or meow, a new platform by Ground Swell for the Australian purpose-led pet-food brand. Instead of competing with more ingredient claims, the campaign celebrates people who reorganize their lives around pets while linking that care to animal welfare beyond their own homes and daily routines. Read more →

READ MORE

Let the Future Come to Your Inbox

Stay ahead without drowning in information. We turn the most important signals across AI, tech, marketing, and future products into 5-minute reads you can actually finish.

• AI Secret uncovers what really matters in AI
• Bay Area Letters decodes tech and business shifts from Silicon Valley
• Robotics Herald tracks how robots move from labs into daily life
• Marketing Secret breaks down real growth and go-to-market playbooks
• The Hardwire explores hardware, consumer tech, and what’s coming next

TOGETHER WITH US

AI Secret Media Group is the world’s #1 AI & Tech Newsletter Group, reaching over 2 million leaders across the global innovation ecosystem, from OpenAI, Anthropic, Google, and Microsoft to top AI labs, VCs, and fast-growing startups.

We've helped promote over 500 Tech Brands. Will yours be the next?

Email our co-founder Mark directly at mark@aisecret.us if the button fails.